New Study: Americans Say Road to Success Now Paved More with Fulfillment Than WealthNew Advertising Expresses the Value of American Express Membership

NEW YORK, May 15, 2013 --

Today, American Express released a new study on American views towards
success: the American Express LifeTwist
Study. The study, conducted by the Futures Company, confirmed that most
Americans believe success is no longer rooted in a sense of "arrival," but
defined primarily by the experiences they accumulate, detours they embrace and
passions they pursue throughout their lifetime. The study dubbed the 52% of
American consumers who most exemplify this new sentiment "LifeTwisters."

Supporting this change in sentiment, American Express launched today TV and
online advertising to appeal to range of customers by showcasing the value that
membership offers through a variety of products and services.

A Redefined Relationship Between Success and Wealth
Today, Americans say they define success by what they do more than by what they
have. Dozens of the study's findings reflect this notion of success, but perhaps
none more starkly than the sentiment that Americans ranked "having a lot of
money" 20th on the list of 22 contributors to having a successful life. Further,
the rankings showed that the vast majority of Americans (81%) believe that
knowing how to spend your money well is a far greater indicator of leading a
successful life, than simply having money in the first place. In addition, the
vast majority of Americans (72%) say they'd rather spend money on experiences
than material things.

"American Express has been synonymous with success for much of our 163-year
history," said Josh Silverman, President Consumer Services, American Express.
"Today, Americans say that feeling successful is driven less by the amount of
money they earn, and more by having a job they love, rewarding relationships and
contributing to their communities. Our products have changed over time to
reflect these views, while continuing to stand for trust, security and service –
which never goes out of style."

Americans ranked their top contributors to leading a successful life:

1. Being in good health (85%)

6. Having a job you love (75%)

2. Finding time for the important things in life
(83%)

7. Making time to pursue passions and interest (69%)

3. Having a good marriage/relationship (81%)

8. Being physically fit (66%)

4. Knowing how to spend money well (81%)

9. Always trying to learn and do new things (65%)

5. Having a good work/personal life balance (79%)

10. Embracing new experiences/changes (65%)

Americans are Embracing Life's Twists and Turns
America is a country where people disagree on everything from pizza toppings to
the designated hitter rule. Yet in one of the survey's most telling findings,
95% of respondents – from all income levels, genders and age ranges – agree that
the road to success is likely to involve detours and unexpected changes. In
fact, an overwhelming 83% of Americans, including 79% of Boomers, still consider
themselves to be "a work in progress."

Today's digital world has accelerated the rate of change, making it a more
frequent and expected occurrence for a greater number of people. As a result, a
majority of Americans say they are willing to take any number of roads less
traveled to achieve their goals. When consumers were asked about their life
paths, the most heavily populated group (52%) was composed of "LifeTwisters"
– those who have a distinct life path in mind but are open to occasionally
veering off that path to embrace the changes life throws their way.

Closely related to LifeTwisters, "Reinventionists" made up an
additional 11% of Americans. This group is much more proactive than LifeTwisters
in precipitating change -- with the specific goal of reinventing themselves
again and again.

Designing a Life Well-Lived
Today, 58% of Americans say they're more willing to try new things now than they
were five years ago. When asked why, 55% said they have a better understanding
today of what makes them feel fulfilled, while 43% said they desired more
variety in their lives.

In pursuit of novelty and trying new things, many Americans have a ‘Bucket
List' of accomplishments they would like to achieve. The top five "Bucket List"
items include:

Traveling to new places (88%)

Having children (76%)

Pursuing passions as a hobby or career (75%)

Volunteering time for a cause you believe in (70%)

Doing something with your hands (60%)

A majority of Americans (57%) still have aspirations to become rich, but when
prioritized among items like the opportunity to travel and having a rewarding
family life, it ranked #8 on America's bucket list – right below learning how to
be a better cook.

The American Express LifeTwist Study
Methodology research was completed online among a random sample of 2,184
U.S. adults 18+. Interviewing was conducted by Research Now between April 3 and
April 12, 2013. Data analysis was conducted by the Futures Company.